I first meet Nadeen Ayoub, the winner of the 2022 Miss Earth competition and the first-ever Miss Palestine, in the girl’s bathroom in Dubai, where she slips into a denim mermaid-silhouette set by Palestinian designer Reemami. When she steps out, I gasp, and we both smile with our eyes as girls do. Moments later, we laugh about her Lana Del Rey resemblance before she and the makeup artist break into an impromptu duet of Born to Die. The beauty, the ease, and the stark intelligence; it’s all part of what Nadeen brings to the role. “It’s not about me alone, it’s about us,” she says. To her, the crown is more than recognition, it’s a platform to celebrate Palestinian resilience and storytelling, and to show the world that hope can flourish even in the most difficult of places.
The 27 year old is nutrition and wellness coach, sustainability advocate, and the founder of Olive Green Academy, an educational platform dedicated to AI, content creation and sustainability. She also runs Sayidat Falasteen, a foundation that supports local communities through programs focused on empowerment, education and care.
She chats with Cosmopolitan Middle East not only about her journey, but also about her ancestry, the soul and her dreams for humanity.
CosmoME: What inspired you to explore pageantry?
Nadeen: I want to create a new channel to represent Palestine in a different way. We’ve seen documentaries, we’ve seen the headlines, and we’ve witnessed powerful stories told through the media. All of that has been important, but this is another level I want to open through the channel of beauty and soft power. By doing this, I can give others an opportunity to express their love and belief in Palestine too.
For me, it feels as though God and the universe are working through me as a vessel to speak about Palestine in this way. It’s humbling, and it carries a great responsibility. It’s also a way of using art to tell our story. I’ve always believed art is a beautiful tool for carrying messages. It moves people. You see it in the artwork hanging in homes, in souvenirs, in subtle gestures. It’s something you can take with you, something lasting. Pageantry, too, is a form of art. Through beauty, visuals, and performance, it becomes another way to express Palestine.
CosmoME: What does it mean to you personally to carry the title of Miss Palestine on a global stage?
Nadeen: It is both an honour and a responsibility. Carrying this title means representing not only my culture and heritage, but also the hopes and dreams of Palestinian women and youth who want to see themselves on the global stage.
CosmoME: How are you training for Miss Universe?
Nadeen: Preparing for Miss Universe takes a lot of work. I need designers who not only create the right looks for the competition but also help me weave in my own message. It requires a smart, creative team that understands me, Palestine, and the universe of pageantry. That’s why I’ll be training in the Philippines, which is like the Olympics of pageants. The teams there are highly skilled and deeply supportive of Miss Palestine, and I feel grateful for their guidance and care.
CosmoME: Can you share any backstage chaos or tea?
Nadeen: I block any fake or “catty” behaviour. I’d rather not engage with it. At my first international pageant, I didn’t see much of that anyway. Most of the women became friends, because we share similar struggles. Pageantry isn’t as glamorous as people assume; it takes hard work, and often we face obstacles and heavy expectations.
CosmoME: What are some challenges of being a beauty queen?
Nadeen: One of the biggest challenges is proving you’re more than just your looks. People often assume pageants are only about beauty, so I constantly feel the need to show my substance. Ironically, I sometimes downplay the beauty side, even though there’s nothing wrong with being beautiful, because I want people to see that I’m much more than that.
CosmoME: How do you use your platform to challenge the misconceptions/stereotypes of Palestinian people?
Nadeen: I use my platform to show the world that Palestinians are more than the headlines. We are artists, leaders, innovators, mothers, and dreamers. By sharing our stories through Sayidat Falasteen and my own journey, I challenge the stereotype that Palestine is only defined by conflict. I highlight our culture, our creativity, and our resilience. Every time I step on stage or speak to the media, I want people to see Palestinians as human beings with dignity, talent, and hope, because that is who we are.
We come from the Holy Land, our indigenous land, where the three Abrahamic religions began. Bethlehem, Palestine (where Jesus was born) is proof of that. Jesus was Palestinian, a Semitic person. Historically, Judaism came first, then Christianity, then Islam, and Palestinians have always reflected that diversity. Some remained Jewish, some became Christian, others Muslim. We’ve always been an inclusive society, rooted in this rich religious and cultural heritage.
I keep returning to Palestine because it’s my soul’s home.
CosmoME: Could you share why sustainability is so important to you?
Nadeen: Before sustainability was even a term, Palestinians were already living it. It’s part of our culture as indigenous people to live with the land, to use what it gives us, and to honour it. Agriculture and environmental balance are at the core of who we are. That’s why, when I won, it was important for me to carry that message.
One symbol I wish the world knew more about is the olive tree. In Palestine, it is more than just a tree, it is our history, our resilience, and our connection to the land. Families gather every year for the olive harvest, a tradition that brings generations together, filled with songs, food, and community. The olive tree survives so much hardship, and just like our people, it continues to stand tall and give life. To me, it represents peace, hope, and the unbreakable bond between Palestinians and our homeland.
CosmoME: I know you travelled all over the world to raise awareness on sustainability. What are your top favourite places focused on sustainability?
Nadeen: My top favourite places when it comes to sustainability are a little unique. First, I always say Palestine, not only because it’s my home, but because the way people live there is naturally sustainable: close to the land, with traditions of farming, olive harvesting, and community resilience that embody sustainability even without modern labels. I also admire the Philippines, where life remains closely tied to nature, from the islands and forests to the way people value harmony with their environment. And finally, Dubai, which has taken a very different but inspiring path, investing heavily in future-focused sustainable projects and innovations that show how technology and nature can work together.
CosmoME: What advice would you share now with young Arab girls reading this?
Nadeen: My advice to every young Arab girl is this: never let anyone make you feel small. Your dreams are valid, your voice is powerful, and your identity is a source of pride. The world needs your ideas, your creativity, and your courage. Carry your culture with love, walk with confidence, and know that you belong in every space you choose to enter. Even if the journey feels heavy, remember, you are never walking alone.
CosmoME: Looking ahead, how do you hope to use your platform to inspire or create change in Palestine, in the region, and globally?
Nadeen: I see this platform as a bridge. For Palestine, I want to create opportunities for women and children, through education, storytelling, and programs that highlight their talent and strength. In the region, I hope to redefine what it means to be an Arab woman on the global stage, breaking stereotypes and showing our power, creativity, and leadership. Globally, I want to use this crown to amplify conversations about sustainability, equality, and justice. My goal is to make sure that when people hear “Palestine,” they don’t only think of struggle, they also think of resilience, innovation, and beauty.